销售-管理有利润的客户关系.pptx

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销售-管理有利润的客户关系.pptx

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销售-管理有利润的客户关系

Marketing:ManagingProfitableCustomerRelationships

Chapter11

ObjectivesBeabletodefinemarketing

anddiscussitscoreconcepts.Beabletodefinemarketingmanagementandcomparethefivemarketingmanagementorientations.2

ObjectivesUnderstandcustomerrelationshipmanagementandstrategies.Realizethemajorchallengesfacingmarketersinthenew“connected”millennium.3

Strongsales,noprofitsCustomer-driventoitscoreEachcustomer’sexperienceisuniqueProvidesgreatselection,goodvalue,discoveryandconvenienceAtrueonlinecommunityAmazonDiscussion:WillAmazonSurvive?CaseStudy4

WhatisMarketing?MarketingismanagingprofitablecustomerrelationshipsAttractingnewcustomersRetainingandgrowingcurrentcustomers“Marketing”isNOTsynonymouswith“sales”or“advertising”5

WhatisMarketing?Kotler’ssocialdefinition:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.”6

GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeasManyThingsCanBeMarketed!WhatisMarketing?7

Needs,wants,anddemandsMarketingoffers:includingproducts,servicesandexperiencesValueandsatisfactionExchange,transactionsandrelationshipsMarketsCoreMarketingConceptsWhatisMarketing?8

MarketingManagementMarketingmanagementis“theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.”Creating,deliveringandcommunicatingsuperiorcustomervalueiskey.9

MarketingManagementCustomerManagement:Marketersselectcustomersthatcanbeservedwellandprofitably.DemandManagement:Marketersmustdealwithdifferentdemandstatesrangingfromnodemandtotoomuchdemand.10

MarketingManagementProductionconceptProductconceptSellingconceptMarketingconceptSocietalmarketingconceptManagementOrientationsMarketingManagement11

CRMCRM–Customerrelationshipma

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销售-管理有利润的客户关系.pptx